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Digital detox is at the top of British consumers’ Christmas list
New research from the IPA reveals almost half of British adults plan to limit their screen time over the festive period.
Nicola Kemp
Editorial Director CreativebriefOver half of British consumers plan to limit their screen time over Christmas, according to new research from the IPA.
According to the IPA Insight report ‘The 2025 Christmas Consumer’, throughout this year’s season of over-indulgence, many will be focused on curtailing their screen time.
The research, which is based on a survey of 2,000 UK adults and carried out by Opinium, reveals that 47% of all British adults intend to spend less time on screens during the festive period. This figure is being driven by Gen Z (those aged 18-27), for which 64% say they plan to cut their Christmas screen time, and by Millennials (those aged 28-43) at 57%.
In the context of our 'always-on' culture, it's perhaps no surprise that this latest report shows a desire among consumers to switch off over the Christmas period.
Eric Kreis, Insight Manager at the IPA
Social media is the new smoking
The research also underlines the increased scrutiny consumers are placing on social media usage.
37% of all British adults, including 51% of Gen Z and 44% of Millennials, say that they intend to take a break from social media over Christmas. A statistic which underlines the growing consumer awareness of the negative impact of social media on mental health and wellbeing.
At a time of year when it is all too easy to compare and despair, 65% of all Britons say that Christmas is a time to put the phone away and be more present. While 62% say that too much screen time takes away from what Christmas should really be about.
The research follows the publication of the IPA TouchPoints Survey which underlined that mobile is now consumers’ primary screen. It revealed that, when all screen-based activities are combined, including mobile phones, TV sets, laptops, tablets, and games consoles, British adults now spend an average of 7 hours and 27 minutes per day consuming screen-based media. This represents an increase from 6 hours and 36 minutes in 2015.
Eric Kreis, Insight Manager at the IPA, explains: “As revealed in the recent IPA TouchPoints 2025 data, the extent of screen dependence among UK consumers is striking, with Brits spending an average of seven-and-a-half hours per day on digital devices. In the context of our 'always-on' culture, it's perhaps no surprise that this latest report shows a desire among consumers to switch off over the Christmas period.”
He continues: “In an environment where capturing attention may therefore prove more difficult, brands will have to work even harder to stand out through relevant, resonant and emotionally engaging advertising, for which these latest insights point to a clear opportunity.”
Nostalgia drives the festive ad season
In addition to outlining consumers’ views on tech at Christmas, the comprehensive IPA Christmas publication explores consumers’ Christmas plans including what, when and how they intend to spend their money over the festive period.
The report also delves into the trend which will drive the much-anticipated Christmas advertising season, by asking what consumers are looking for from this year’s Christmas ads.
While you might think it is too early to consider the Christmas ad deluge, retail brands have long held their media showcases in July. While the research reveals that some British consumers have successfully completed their Christmas shopping. 3% of Brits have already done all their Christmas shopping by June.
Meet the 2025 Christmas consumer
Key takeaways from the IPA’s report.
November remains the key festive shopping window
November and the first week in December remain the peak Christmas gift-buying periods, with 53% of all UK adults doing the majority of their Christmas shopping during this time. Some are still leaving it to the very last minute while 1% intend to do it in the last week of Christmas.
This November time frame coincides with Black Friday, during which an increasing percentage of people intend to do most of their festive shopping, rising from 13% in 2022, to 16% in 2023 and now standing at 17%
Almost half (47%) of Brits now split their shopping between online and in-store, with a further third (31%) now mostly and/or exclusively shopping online
Festive settings, Nostalgia and Humour are the cornerstones of festive advertising
When it comes to Christmas advertisements, the most sought-after features for consumers are a Christmas setting (40%), nostalgic feeling (37%), humour (34%) and an engaging story (29%). Consumers appear to place less importance on brand characters (15%), on the products and services themselves (15%) and on celebrity cameos (9%).
Eric Kreis, Insight Manager at the IPA, explains: “Consumers are actively seeking festive campaigns that go beyond product promotion with ads that evoke nostalgia, celebrate tradition, deliver humour and tell heartfelt stories. For brands navigating the upcoming restrictions on Less Healthy Food advertising, these findings may prove pertinent.”
In many ways, the UK Christmas advertising season leans into our collective love of traditions, which the advertisements themselves have successfully become. According to the research, over three-quarters (78%) of Brits either agree or strongly agree that traditions are an important and integral part of Christmas.
Christmas isn’t cosy for everyone
Yet while traditions and a festive setting top the list for festive ads, it is equally important to recognise that Christmas isn’t cosy for everyone. While nearly three-quarters (74%) of British adults will spend Christmas Day with family, 16% are spending it with friends and 8% will spend it alone.
Kindness matters this Christmas
The cost of living crisis continues to bite, with 43% of people saying they may feel more financially anxious this Christmas due to rising costs linked to global unrest and international trade issues.
Yet despite these challenges, British consumers remain fundamentally generous and kind. The research reveals that over a fifth (22%) say they will be donating more this year to overseas charity appeals this year than previously (e.g. Ukraine, Gaza, Sudan).
